Aqua Libra has unveiled a rebrand across its entire still, sparkling and infused sparkling water portfolio.
Featuring a refreshed design and colour palette, the new packaging aims to “re-engage shoppers and accelerate brand growth”. In addition, Aqua Libra is launching a new Blueberry & Pomegranate infused sparkling water flavour in line with the new look.
The Aqua Libra brand is already worth £10.3m RSV, having tapped into demand for brands that add value beyond plain tap water
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, commented: “We know that consumers of all demographics are becoming more engaged with hydration and the associated health credentials, especially those in the younger generations such as Gen Z. This trend is only set to grow, and brands need to innovate to fit a variety of consumption occasions. So, with Aqua Libra’s move to sleek cans, modern new visual identity and clear health credentials, we’re providing retailers with the tools they need to captivate this group.
“Our creative new look aims to support retailers in upgrading their total water offerings. In fact, our new Aqua Libra visual identity will allow retailers to show their customers that they are keeping ahead of the curve, stocking brands that Gen Z and Millennials value while adding excitement and flavour to their hydration occasions. Ultimately, this will allow them to appeal to the next generation of younger consumers to support in boosting their sales long term.”
The new packaging design features water cues, a refreshed logo, and updated illustrations on-pack, which will feature across the brand’s entire range. This includes Aqua Libra’s 330ml and 500ml cans and multipacks, alongside its recently launched refillable metal bottle.
Available to the grocery, convenience and wholesale channels, Aqua Libra Blueberry & Pomegranate (RRP £3.65 for 4x330ml) will be rolling out in Sainsbury’s this month.
The activity will be supported by Aqua Libra’s Purely Positive Drinking activation campaign, kicking off in October.
